RICHMOND, Va. (WRIC) — Lee Ann Williams is one of the 80 vendors who owns and operates a small business within Coalfield Station Antiques at Midlothian Station in Chesterfield. This weekend, they’ll have sales throughout the store as consumers take advantage of a more intimate means of shopping during Small Business Saturday, started by American Express back in 2010 to highlight small and local businesses.

“Rather than going out to the regular malls and getting involved in all that hooplah and traffic and all, this is a nice place to shop where you can provide a small gift for somebody,” Williams said.

Diana, owner of Carytown Dolls and Bears.

While there are no doorbusters or midnight openings, local business owners say it’s worked.

“So much business has gone online, it makes people aware that the local shops still exist,” said Diana, owner of Carytown Dolls and Bears.

Diana says when you support local businesses; you’re supporting your community.

“Taxes that we collect go to supporting the local community, schools, all the municipal systems,” she explained.

Williams added, “the small business really adds a lot to the community as far as people being able to get out and buy something here that’s affordable.”

And it’s also where you’ll find gifts and products unlike anywhere else.

“We don’t sell the typical products that you find in your Target, your Walmart. We have unique items that you don’t find every day,” Diana said.

“Look for things that are unusual, we have a little bit of everything like that here,” Williams said.

So if Black Friday crowds and stress weren’t on your to-do list, Small Business Saturday may be the alternative you’re looking for.

Coalfield Station is also collecting donations for veterans at McGuire Hospital until December 18th as part of its mission to support the community.